T
Tennessee Cowboy
Guest
There were a few surprises, but not very many. There was a big yawn when the spring numbers came out. Anybody care this time around?
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K
knoxside
Guest
More surprises than you think
WIMZ had huge gains while WIVK was flat. The big surprise was the apparent mix-up between WCYQ and WNOX. How WNOX ends up beating WCYQ is beyond me. I can only imagine that listeners weren't sure what frequency they were listening to Q-Country on. The next book might begin to show the real picture, but it takes Arbitron (now Nielsen) six months before they reflect what's really going on in the market. Q- Country may be bigger than Arbitron is showing and WIVk might be in deeper trouble than it presently appears.
There were a few surprises, but not very many. There was a big yawn when the spring numbers came out. Anybody care this time around?
WIMZ had huge gains while WIVK was flat. The big surprise was the apparent mix-up between WCYQ and WNOX. How WNOX ends up beating WCYQ is beyond me. I can only imagine that listeners weren't sure what frequency they were listening to Q-Country on. The next book might begin to show the real picture, but it takes Arbitron (now Nielsen) six months before they reflect what's really going on in the market. Q- Country may be bigger than Arbitron is showing and WIVk might be in deeper trouble than it presently appears.
Anything interesting about the Tri-Cities?
I couldn't even find WCYQ; didn't even look like it placed. I'm sure that's not the case and there's confusion between the old WNOX, the new WNOX, the old Q and the new Q but I still don't know that I see this overwhelming success story in bringing WIVK to it's knees. Except for an initial TV buy Q has been silent promotionally except for the concert stuff. Will Journal be satisfied with the same 2-3 share radio station on that massive signal for long?
Too bad Knoxville isn't a ppm (people meter) market yet. I think we'd get a much truer picture then. I think 'IVK benefits from their heritage and being "top of the mind". I have a feeling in a PPM market, the playing field would be more even.
Not sure about the 'NOX & CYQ numbers. My hunch is Q100 will rise in future books. As far as 93.1 'NOX, yeah, classic hits/oldies always post some decent 12 plus numbers, but the question is, "how old are those numbers and are they sellable?" There's obviously an audience for the music, but most of it is at the very top end or above the 25-54 demo, and no matter what you pull in 55+, it's not what advertisers want. I honestly think an adult hits (Jack/Bob FM) type format might be a better option ad-wise. It's classic based, but skews more late 30s-40s, while classic hits is more 50+. 12 plus wouldn't look as good, but in the coveted ad demos, it would be more desirable.
Not sure about the 'NOX & CYQ numbers. My hunch is Q100 will rise in future books. As far as 93.1 'NOX, yeah, classic hits/oldies always post some decent 12 plus numbers, but the question is, "how old are those numbers and are they sellable?" There's obviously an audience for the music, but most of it is at the very top end or above the 25-54 demo, and no matter what you pull in 55+, it's not what advertisers want. I honestly think an adult hits (Jack/Bob FM) type format might be a better option ad-wise. It's classic based, but skews more late 30s-40s, while classic hits is more 50+. 12 plus wouldn't look as good, but in the coveted ad demos, it would be more desirable.
T
Tennessee Cowboy
Guest
I disagree. Is anybody else hearing chatter from their churches, watering holes, Kiwanas Clubs, or wherever you may see non-industry people? I'm hearing a surprising amount of "I used to listen to (insert name of station here) but now I listen to 93.1" The spring book made note that, due to the potential confusion, they were careful in editing the diaries to make sure the right credit went to the right station.
If I was a station owner with an eye on a new format, I would need to give consideration to what's happening with 93.1. P25-54 WNOX has half again more audience that its much more powerful country sister. Write off whatever you want in the spring changeover. This is two good surveys in a row for 93.1. If they don't start chargin real money for the ads on that station they're missing the opportunity to sell their upscale audience with more disposable income to advertisers that are believe WJXB and WOKI are their only options.
If I was a station owner with an eye on a new format, I would need to give consideration to what's happening with 93.1. P25-54 WNOX has half again more audience that its much more powerful country sister. Write off whatever you want in the spring changeover. This is two good surveys in a row for 93.1. If they don't start chargin real money for the ads on that station they're missing the opportunity to sell their upscale audience with more disposable income to advertisers that are believe WJXB and WOKI are their only options.
As long as they can keep that sweet spot in the 45-54 cell they'll be fine. They've sold their studio and other sponsorships, Frank Murphy is doing a lot of endorsement spots and things sound reasonably good (ironically if they keep the DG/Westwood One programming Cumulus wlll be supplying the programming they use). Might this have been a better format for 100.3?
Yeah, no doubt the classic hits/oldies format does draw numbers. Same thing happened when Cumulus had True Oldies Channel on 98.7. It pulled 4 or 5 shares 12 plus, but that same question arises; can they keep those demos below mid 50s where ad agencies will buy? Often a station skewing more toward 30/40 something's will bill much better with lower overall ratings than a station edging out of the top of that 55 age range with better numbers.
I'm not getting into that old argument about whether 55+ listeners are valuable & should be targeted. Fact is, they aren't targeted by big ad agencies. Not saying it's right it wrong, just reality. And that's why formats like classic hits/oldies and classic country have a hard time often even with good overall numbers. That's also why they have to walk that line & add newer music while cutting older stuff. I think the 93.1 signal is probably appropriate for the format. But allocating a big 100kw stick would be risky moneywise.
I'm not getting into that old argument about whether 55+ listeners are valuable & should be targeted. Fact is, they aren't targeted by big ad agencies. Not saying it's right it wrong, just reality. And that's why formats like classic hits/oldies and classic country have a hard time often even with good overall numbers. That's also why they have to walk that line & add newer music while cutting older stuff. I think the 93.1 signal is probably appropriate for the format. But allocating a big 100kw stick would be risky moneywise.
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Oldies/Classic Hits stations do quite well when they have their own dedicated sales staff. It's actually a pretty easy direct sell. But when it is being sold by salespeople who spend a lot of time with agencies for their primary station, the salespeople accept the argument the agencies give them about demo as gospel. Big time classic hits stations in big markets do very well revenue wise with their own sales folks. In Knoxville it's always been the "other" station for sales people focusing on the big bucks of 25-54 agencies. I've never once had a direct account quote the number 25-54 to me. They may think the format's not their demo, but they have no concept of 25-54.
R
Radio Man 1951x
Guest
Too bad Knoxville isn't a ppm (people meter) market yet. I think we'd get a much truer picture then. I think 'IVK benefits from their heritage and being "top of the mind". I have a feeling in a PPM market, the playing field would be more even.
Not sure about the 'NOX & CYQ numbers. My hunch is Q100 will rise in future books. As far as 93.1 'NOX, yeah, classic hits/oldies always post some decent 12 plus numbers, but the question is, "how old are those numbers and are they sellable?" There's obviously an audience for the music, but most of it is at the very top end or above the 25-54 demo, and no matter what you pull in 55+, it's not what advertisers want. I honestly think an adult hits (Jack/Bob FM) type format might be a better option ad-wise. It's classic based, but skews more late 30s-40s, while classic hits is more 50+. 12 plus wouldn't look as good, but in the coveted ad demos, it would be more desirable.
As someone who is 62, I can assure you that my age group is "sellable." We buy more than groceries.
T
Tennessee Cowboy
Guest
There are a lot of business owners your age, Radio Man, and they listen to stations like WNOX. Don't let the 'experts' here pull your chain. A group that's used to getting a lot of 18-34 advertising is going to feel like a kid at Christmas when they get to sell an older and more affluent format. They've been locked out of that money. If they're smart they'll take advantage of it. If they're not, they'll put something younger on 93.1 and keep on cannibalizing themselves.
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